Breaking Through The Greenwashing Clutter

Sustainability is a contentious issue today due to the discrepancy between rhetoric and action. With Gen Z prioritising ecological preservation, brands must take significant steps to establish themselves as sustainable. BW Marketing World talks to marketing experts on their approach to green communication, innovation in sustainability and adhering to clean-green policies.

Sustainable All The Way

Today’s consumers, in particular Gen Z’s, value sustainability greatly and prefer a brand with a purpose. There is an inherent curiosity to gather information on the brands they consume and their impact on the environment. Sustainability making its place in the marketing and communication plans of brands was inevitable.

Tushar Malhotra, Director, Sales & Marketing, Bisleri, is proud that the brand has sustainability at its heart.

“Through the implementation of the 3R Framework, or the Reduce, Recycle and Reuse model, which fosters a circular economy, we have recycled more than 65,000 metric tonnes of plastic last year… Through our sustainability initiatives, we have managed to reduce 208.83 million kg of CO2 emissions last year,” he says.

Ranjani Krishnaswamy, Chief Marketing Officer of Mainline Analog Watches- Titan Company Limited, points out that the brand’s view on sustainability involves environmental, social and governance aspects. “Our corporate office, ‘Integrity’, which is a part of our brand persona, is a certified LEED Platinum building by the US Green Building Council. It was built with sustainable materials to reduce carbon footprint. As a first-of-its-kind corporate office, it serves as a testament to our dedication to sustainability and our planet as a whole,” he says.

According to Pooja Baid, Chief Marketing Officer at Philips Domestic Appliances India, Versuni educates consumers about sustainable living practices through blog posts, social media campaigns and interactive workshops. Zoher Kapuswala, Marketing Head, Ferrero India (Ferrero Rocher, Nutella, and Tic Tac), says, “By 2030, Ferrero is committed to making all of its packaging reusable, recyclable or compostable... We recently changed the Kinder Joy plastic spoon to paper, saving 1,400 tonnes of plastic. The newly-designed recyclable Ferrero Rocher pack contains 40 per cent less plastic.”

Sustainability In Innovation

Titan is in the process of creating sustainable concepts for its products and innovation processes. “We have launched solar-powered analog watches under Titan watches, used recycled material in our Fastrack Revibe watches, and launched vegan sarees in Taneira. .. We have also sought to offset our our carbon footprint by taking up large-scale tree plantationss through the creationtion of Miyawaki forests in Hosur and the plantationtion of trees in public areas,” says Krishnaswamy. 

The Bisleri ‘Bench of Dreams’ project is an innovative programme wherein the brand will be installing more than 1,000 benches made of recycled plastic in community areas across the country. Versun prioritises eco-friendly materials, energy-efficient technologies and waste reduction strategies during product ideation and design phases.  MyGlamm has positioned itself as a leader in clean beauty products, catering to the growing demand for natural cosmetics. Sukhleen Aneja, CEO, Good Brands Co., Good Glamm Group says, “We prioritise ingredients that are safe, environmentally friendly and ethically sourced.”

Sustainability And Marketing

Kapuswala reveals that Ferrero has a ‘Sustainability to Trade’ practice, where they educate their retailers on sustainability practices, who in turn educate their customers.

Titan’s ‘Dua Ka Sona’ and its Gold exchange programme are more consumer facing and participatory in nature.

Krishnaswamy emphasises that last year, Helios, the watch store, presented a unique outlook on Valentine’s Day with its campaign, #LoveEarth. 

Good Brands Co’s marketing efforts go beyond just promoting its products. The brand strives to engage and enlighten consumers about its environmental and social significance.

Versuni leverages digital platforms such as social media, email newsletters and blogs to share information about sustainability practices.

Actions Are Louder Than Words

Many brands focus on sustainability in packaging, leading to questions about its authenticity. However, some brands, like Bisleri, Titan, Good Brands Co, Ferrero and Versuni are committed to sustainability in various ways.

Bisleri’s “Bottles for Change” programme educates 8,00,000 people on recycling. Last year, the brand successfully restored a reservoir in the Kyagar region of Tegar Village in Nubra Valley, Leh. Titan focuses on energy, water, waste minimisation and resource optimisation, with initiatives like Gold Exchange and Titan Kanya. Good Brands Co’s Sirona promotes eco-friendly menstrual cups, reducing waste. Versuni prioritises consistent sustainability efforts over big bang initiatives. These brands demonstrate authentic commitment to sustainability.